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  • Writer's pictureRoundabout team

TikTok transitions with Shopify e-commerce deal

TikTok has formed a global partnership with the e-commerce platform Shopify, as it doubles down on its social commerce ambitions. The tie-up will make it easier for Shopify's one million-plus merchants to reach TikTok’s younger audience, and will ultimately expand to include other in-app shopping features.

How will the partnership work?

  • The agreement will enable over a million Shopify merchants to create, run and optimise TikTok marketing campaigns straight from a custom dashboard upon downloading the TikTok channel app from the Shopify App Store.

  • The ad tool carries over key functions from the TikTok for Business Ads Manager, enabling merchants to create native shareable content that transmutes products into In-Feed video ads.

  • Additionally, Shopify Merchants will gain the ability to target audiences based on gender, age, behaviour and video category as well as track the performance of campaigns over time.

  • Moreover, Shopify merchants will be able to utilise 'TikTok Pixel', a tool to more easily track conversations driven by advertising.

Why it matters

  • TikTok's audience share has been surging, especially in Europe, with over 17 million locked down citizens spending over an hour a day on the app in Britain alone.

  • E-commerce firms have been scrambling to claim a slice of this action, which has played a key role in Walmart's decision to participate in the TikTok-Oracle deal to pre-empt a looming US ban - which remains up in the air pending the outcome of the upcoming presidential election.

  • TikTok has been busy building its in-house capabilities too with a variety of recent tools and features such as enabling users to add e-commerce links to their bios, a 'Shop Now' button for brand videos and shoppable components to hashtags such as the upcoming #ShopBlack.

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